2011 Winners & Shortlists

The Campaign

Sport360 is the UAE's only daily sports newspaper. A specialist talking to people with a certain mindset. Hence we needed a 360 (pun seriously not intended) approach to talking to all different audiences. The campaign involved press, trade press, TV, radio and corporate identity.

Success of the Campaign

The feedback from the first campaign was 'refreshing', 'ballsy', talking the sports fans' language. Media agencies had similar feedback. The approach to TV and Radio has been memorable in a fairly dull and cluttered environment. More importantly from both client and consumer perspective, Sport360 is a brand that is registering well within 4 months of its launch.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Sport360 is the UAE's only daily sports newspaper. A specialist talking to people with a certain mindset. The campaign tries to capture this spirit in every way possible. However, different audiences had to be communicated to differently. Engage: For the consumer, the paper was the true in-depth sport catch-up every day. For the media agencies, the paper needed to offer the 'specialised readers'. Entertain: Media agencies are also consumers, and within a category like sports, entertaining them while making a point is a must. Clutter-breaking TV and Radio spots followed. Be Relevant: For the partners, the newspaper had to have an international appeal - hence the approach to design in stationery.